HappyFresh goes in-house with rebrand as it courts millennials

Indonesia-based online grocery platform HappyFresh has launched a new branding campaign as it seeks to increase its affinity with millennial shoppers.

The four-year-old business, which operates in Indonesia, Malaysia and Thailand has dropped the ‘Apple boy’ from its brand logo, and unveiled a new tagline ‘Freshly Handpicked’, placing quality, service, and sustainability at the forefront of its brand proposition.

HappyFresh’s vice president of marketing David Lim told Marketing-Interactive that the business is on an upward growth momentum into the online grocery space in Southeast Asia.

“With this rebranding exercise, we seek to serve our customers with an attitude circled around ‘build to deliver a simplified life’ where our customers benefit the most,” he said.

The majority of the rebrand exercise and accompanying month-long campaign was done in-house, a significant investment that marks a new direction for the company. Lim told The Drum that the decision to pursue an in-house advertising model was driven by the desire to use first-party data to build a personalised and customised user journey across its communication channels.

And he further stated that that the in-house advertising model is key to ramping HappyFresh’s operations, as it can leverage its proprietary analytics and data stack (called HappyData) to collect data points on unique email addresses.

The company shared that HappyFresh’s biggest users are working female and/or mothers who are between the ages of 25 and 39, and millennials who have moved out of their parents’ homes and pursuing their career goals.

Lim added that data collected showed that this consumer segment has concerns about environmental friendliness and healthy living in addition to a “want it all, want it now” mindset and preference for experiences over material goods.

This consumer insight informed the company’s decision to eliminate non-biodegradable plastic bags as well as focus its messaging on healthy lifestyles.

The company raised US$20m in funding earlier this year which it plans to use to stabilise, develop and expand its business and technology platform after a volatile two years which saw it launch and then retreat from the Philippines and Taiwan.

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